Cookies are small text files which are stored on your computer by your web browser. There are two types of Cookies known as ‘Session Cookies’ and ‘Persistent Cookies’.

Client Lifecycle

A user journey transitions to the client lifecycle when a prospect becomes a client. It comprises of four elements: onboarding, active, inactive, and lost.


The measurement of total mouse clicks on a hyperlink or ad. If a customer sees your ad and clicks on it to learn more or to do business with you, it’s recorded in your account as a click.

Conversion Rate

The percentage of visitors who buy, convert or take a desired action. This metric is a measure of the effectiveness of the conversion process from engagement, to the final purchase/action completion.

Click-through rate (CTR)

The percentage of people who saw your ad and then clicked on it. The formula for CTR is clicks divided by impressions.


An individual digital channel. For example, Facebook, Instagram and WhatsApp are channels available under the Meta Business Platform on which businesses can connect with fans via a business page.

Call To Action (CTA)

A specific message on a web page, in an email, or in an advertisement requesting the user to perform some specific action, such as clicking a button or a link. These are usually written as a command, such as ‘Sign Up’ or ‘Buy Now’.

Cost Per Mille (CPM)

Cost per thousand. Under a CPM pricing arrangement, advertisers pay for every 1,000 impressions of their ads.

Cost Per Lead (CPL)

A measurement of the cost of generating a new lead where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.

Cost Per Download (CPD)

An advertising model where the advertiser pays when a user downloads their app from the Apple AppStore or Google PlayStore.